在購買汽車的時候你是否會在網絡平臺上進行查詢了解？互聯網銷售已經延伸到各個產品營銷中，汽車(che)網絡銷(xiao)售(shou)(shou)也(ye)開始成為(wei)汽(qi)車(che)銷(xiao)售(shou)(shou)的(de)一種流(liu)行趨(qu)勢，很多消費者(zhe)在(zai)購買汽(qi)車(che)之前，都會通(tong)過(guo)各大網絡社交平臺與其他(ta)用戶交流(liu)一下(xia)自(zi)己想要買的(de)那款車(che)型。正是(shi)在(zai)這種互聯網交流(liu)溝通(tong)銷(xiao)售(shou)(shou)平臺的(de)趨(qu)勢下(xia)，各大汽(qi)車(che)品牌也(ye)開始走上(shang)線上(shang)銷(xiao)售(shou)(shou)的(de)路線。
我(wo)們一起梳理(li)下(xia)互聯網汽(qi)車(che)交(jiao)(jiao)易(yi)平臺的(de)(de)發展(zhan)時間線(xian)，最初是汽(qi)車(che)電(dian)商(shang)的(de)(de)布局，線(xian)上(shang)巨(ju)(ju)頭們把(ba)觸手(shou)伸(shen)向汽(qi)車(che)行業(ye)，一些(xie)(xie)汽(qi)車(che)經銷(xiao)商(shang)也自己布局線(xian)上(shang)，通過(guo)電(dian)商(shang)進行銷(xiao)售，然而汽(qi)車(che)銷(xiao)售是一種非(fei)常依(yi)賴線(xian)下(xia)的(de)(de)交(jiao)(jiao)易(yi)，因此進展(zhan)并不(bu)理(li)想。隨后，一大批圍繞二手(shou)車(che)交(jiao)(jiao)易(yi)服務的(de)(de)汽(qi)車(che)交(jiao)(jiao)易(yi)平臺迅速崛起，展(zhan)開了激烈的(de)(de)市(shi)場(chang)爭奪戰。不(bu)過(guo)也由于(yu)市(shi)場(chang)競爭過(guo)于(yu)激烈，成本迅速擴張，在金融層面的(de)(de)業(ye)務沒(mei)有完全建設，這些(xie)(xie)二手(shou)車(che)交(jiao)(jiao)易(yi)平臺很(hen)長一段時間都陷入(ru)了巨(ju)(ju)額虧損(sun)中。
直到2015年，這些平(ping)臺先后(hou)毫無(wu)例外地把金融(rong)服(fu)務作為發展的重(zhong)點業務之一，從交易環(huan)節(jie)切(qie)入了(le)金融(rong)服(fu)務。以瓜子為例，其2015年9月上線，第二(er)年6月就迅(xun)速切(qie)入自(zi)營金融(rong)。而從進入2017年開始(shi)，一個新(xin)的趨(qu)勢是(shi)(shi)(shi)，無(wu)論是(shi)(shi)(shi)電商平(ping)臺還是(shi)(shi)(shi)二(er)手車交易平(ping)臺都開始(shi)加碼新(xin)車銷(xiao)售(shou)業務，而且(qie)是(shi)(shi)(shi)以一種本身就搭載了(le)金融(rong)服(fu)務的銷(xiao)售(shou)方式(shi)——融(rong)資租(zu)賃，而且(qie)主要是(shi)(shi)(shi)直租(zu)模式(shi)。
這種模式為人稱道之處在于(yu)，用戶只需要用極低的(de)首付（通常是10%左右）就可以擁有一(yi)(yi)(yi)輛新車(che)的(de)使用權，而(er)且牌(pai)照、保險、繳納購(gou)置稅等服務都已經(jing)配(pei)備齊全(quan)，剩下的(de)錢只需要像按揭一(yi)(yi)(yi)樣按月付款(kuan)即可。不(bu)過與傳(chuan)統的(de)信貸(dai)購(gou)車(che)不(bu)同的(de)是，在租車(che)的(de)過程中(zhong)，車(che)始終(zhong)在公(gong)司(si)名(ming)下，過了一(yi)(yi)(yi)年左右的(de)租期后，用戶有一(yi)(yi)(yi)定的(de)選擇(ze)權，可以選擇(ze)不(bu)再(zai)還(huan)款(kuan)把車(che)還(huan)給公(gong)司(si)，或者將車(che)過戶到自己名(ming)下繼續還(huan)完貸(dai)款(kuan)。
順著時間線來看，這(zhe)是(shi)一個很有意思的趨勢，從(cong)最早的單純把交易搬到(dao)線上，到(dao)從(cong)交易切(qie)入金融(rong)(rong)，再到(dao)最后直接用金融(rong)(rong)的方式賣(mai)車(che)，金融(rong)(rong)在其中(zhong)發(fa)揮的作用越來越重要(yao)。
根據羅蘭貝格(ge)與建元資本發布的(de)《2019中(zhong)國汽(qi)(qi)車(che)金(jin)(jin)融報告》顯示，在北美地區(qu)，汽(qi)(qi)車(che)金(jin)(jin)融滲透率高達80%，其(qi)中(zhong)融資租(zu)(zu)賃(lin)46%，普通汽(qi)(qi)車(che)貸款為(wei)(wei)34%。相比之下，國內的(de)汽(qi)(qi)車(che)金(jin)(jin)融服務總(zong)體滲透率為(wei)(wei)35%，融資租(zu)(zu)賃(lin)滲透率僅有(you)5%左右，只能算是(shi)剛剛開始。
據(ju)官方(fang)數據(ju)，截至(zhi)6月(yue)底全國汽車保有量達2.05億(yi)(yi)輛(liang)(liang)，其(qi)中(zhong)私家車達1.56億(yi)(yi)輛(liang)(liang)，占76.32%，2018年下半年以來月(yue)均增(zeng)(zeng)加164萬(wan)輛(liang)(liang)，呈持續(xu)快速增(zeng)(zeng)長趨(qu)勢(shi)。在此(ci)情(qing)況下，依附于汽車存量市(shi)場規模的(de)汽車后(hou)(hou)市(shi)場也迎來爆發，根據(ju)前瞻產業研究院發布(bu)的(de)信息，2019年汽車后(hou)(hou)市(shi)場規模預(yu)計(ji)接近萬(wan)億(yi)(yi)。
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16.62%（56家） |
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16.02%（54家） |
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10.09%（34家） |
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3.56%（12家） |
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7.12%（24家） |
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2.97%（10家） |
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13.65%（46家） |
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15.73%（53家） |
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5.04%（17家） |
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0.30%（1家） |
0.30%（1家） |
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3.86%（13家） |
2021年網(wang)(wang)站數(shu)據庫共(gong)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)337家(jia)(jia)，其(qi)中(zhong)品(pin)牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多(duo)，達到(dao)56家(jia)(jia)，其(qi)次為(wei)(wei)京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)54家(jia)(jia)，品(pin)牌(pai)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)53家(jia)(jia)，小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)46家(jia)(jia)，京(jing)東(dong)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)34家(jia)(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)24家(jia)(jia)，京(jing)東(dong)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)17家(jia)(jia)，品(pin)牌(pai)商城收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)13家(jia)(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)(jia)，蘇(su)寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)10家(jia)(jia)，唯品(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)。
小編認為(wei)，新零售(shou)的(de)(de)(de)本(ben)(ben)質就是成本(ben)(ben)、效率(lv)、用戶體(ti)驗,打(da)通線(xian)(xian)(xian)上線(xian)(xian)(xian)下(xia)。我覺(jue)得車其實是非常(chang)好的(de)(de)(de)新零售(shou)，因(yin)為(wei)有(you)線(xian)(xian)(xian)上獲客規(gui)模，有(you)線(xian)(xian)(xian)下(xia)服務重(zhong)體(ti)驗。“線(xian)(xian)(xian)上產品(pin)(pin)+線(xian)(xian)(xian)下(xia)服務”模式(shi)持續(xu)擴容：數據顯示，90后對汽(qi)(qi)車服務線(xian)(xian)(xian)上化認可度最高，年輕人的(de)(de)(de)成長終將(jiang)(jiang)改變傳統(tong)的(de)(de)(de)汽(qi)(qi)車后市(shi)場(chang)消費習慣(guan)。未來一(yi)站式(shi)、標(biao)準化、品(pin)(pin)牌化的(de)(de)(de)汽(qi)(qi)車后市(shi)場(chang)平臺(tai)化服務，將(jiang)(jiang)進一(yi)步(bu)促(cu)進當(dang)前(qian)市(shi)場(chang)格(ge)局的(de)(de)(de)整合，打(da)通行業(ye)的(de)(de)(de)物(wu)流與信(xin)息流，實現行業(ye)鏈條中多方(fang)參與者的(de)(de)(de)利益共(gong)贏。
奧迪
梅賽德斯奔馳
寶馬
瑪莎拉蒂
特斯拉
雷克薩斯
沃爾沃
凱迪拉克
大眾
豐田
